The Antecedents and Influence of Attitude on Switching Intention towards Halal Cosmetics

The use of halal products such as cosmetics is an obligation for Muslims, so switching to using halal cosmetics is also an obligation. This has contributed to the growth of halal market globally, and further attract more studies to be investigated on the issues related to halal product and halal market. Although investigating switching intention towards halal cosmetics among Muslim customer would expand the body of knowledge on halal products, the literature on this phenomenon is remain a gap. Therefore, this study has collected data from 447 respondents using questionnaire. The objective of this study is to investigate the antecedents of attitude towards halal cosmetics and the influence attitude towards halal cosmetics to switching intention. The antecedents that investigated in this study are Perceived Behavioral Control, Subjective Norm, Perceived Moral Obligation, Halal Label and Perceived Risk. This study found that Perceived Behavioral Control, Subjective Norm and Perceived Moral Obligation were significant antecedents of switching intention. The aspect of halal certification is a top priority as a antecedent of switching intention followed by perceived moral obligation and risk. The theoretical and managerial implications of this study are also discussed.